Frank Bell Analyzes Pittsburgh's Satellite Numbers
November 3, 2005 at 1:41 PM (PT)
KEYMARKET COMMUNICATIONS VP/Programming FRANK BELL decided to do a little digging during his recent PITTSBURGH market diary analysis to see what impact satellite radio has having on the market. His findings may be of some interest to broadcasters.
"Of the 3340 in-tab diaries for PITTSBURGH's Summer survey, a grand total of 42, or 1.26% of the sample, report any type of satellite listening," says BELL. "These 42 diaries include every mention of XM (21), SIRIUS (17), or "other" (5) satellite channels." After tallying the numbers, BELL claims that satellite radio "usage" for PITTSBURGH was 0.57%. This percentage was derived by dividing XM's 895 quarter hours and SIRIUS' 412 quarter hours, as well as 73 quarter hours attributed to "other," by the market total of 242,335 quarter hours.
BELL concludes, "My suggestion is that any broadcaster examining diaries should take a moment and get the facts about what is actually happening with satellite radio in their home market. It would also be helpful if ARBITRON would provide the percentages on a market-by-market basis so we know what the baseline is before they modify the current diary language. Then terrestrial broadcasters can start generating their own press releases!"